SB 441 
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Copy 1 



How To Organize 



a 



Floral Parade 



PRICE TWENTY-FIVE CENTS 




i *** 



By 
JOSEPH SCHACK 



HOW TO ORGANIZE 

A 

FLORAL PARADE 



By 

JOSEPH SCHACK 

President of 

SCHACK ARTIFICIAL FLOWER CO. 

CHICAGO 







****** 



Copyrighted 1914 

by 

Joseph Schack 

Chicago 



.64 




JOSEPH SCHACK 

President of the 

SCHACK ARTIFICIAL FLOWER CO. 
J CHICAGO 



W4V (3 1914 



CI.A371833 



% 



/ 



A Little Introduction 

During the past few years Floral 
Parades have become an important 
factor in local trade building. A dozen 
or so years ago the Floral Parade was 
known only in a few favored cities of 
the South where a lavish profusion of 
natural flowers made the decoration 
possible. Now, parades are held in 
hundreds of cities and towns all over 
the United States and Canada. That 
the present popularity of the Floral 
Parade is laregly due to the Schack 
Artificial Flower Co., of Chicago, is 
a fact that will be readily conceded by 
anyone who is at all familiar with the 
subject. This company has gone into 
the matter of Floral Parades with great 
thoroughness. 

The writer of this little book has 
made a thorough study of the subject, 
including every detail from the organ- 
ization of the parade to the decorating 
of the cars and awarding of prizes. 
This experience has covered a number 
of years and includes parades held in 
the largest as well as the smallest cities. 
This wide and varied experience has 
been condensed and is presented in 
this booklet for the information and in- 
struction of merchants, window dres- 
sers, advertising men and decorators 
generally. It is the belief of the writer 
that the facts presented herein will 
prove of definite value to all who may 
be interested in Floral Parades. 

JOSEPH SCHACK, 

Pres. Schack Artifical* Flower Co., of Chicago 



SCHACK ARTIFICIAL FLOWER CO. 

Foreword 

In Union There is Strength. 

Where harmony exists in any urban 
environment that can boast of a score 
of merchants, they should make a long 
pull, a strong pull and a pull altogether 
to convince the people near them, say 
within reasonable suburban limits that 
their joint stocks are greater in quantity, 
better in quality and lower in price than 
can be offered by any high rent paying 
catalogue house — and as merchants 
should work together, advise with each 
other in order to make the facts justify 
their statement — with this in view we 
offer the following suggestions in the 
belief that they may lead to a closer 
co-operation between merchants and 
decorators. 

Purpose of the Floral Parade 

Expressed in the fewest possible 
words, the general purpose of the 
Floral Parade, so far as the merchant 
is concerned, is to build up local in- 
terest and stimulate the trade-at-home 
spirit. So far as the general public is 
concerned, the Floral Parade furnishes 
an entertainment that can be enjoyed 
by every man, woman and child in the 
city and surrounding country. The 
spirit of the Floral Parade is thoroughly 
democratic and its interest extends 
alike to the highest and lowest — to 
young and old, to rich and poor. 

There is a generally prevalent com- 
plaint among merchants, especially 

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1739-41 MILWAUKEE AVE., CHICAGO 



those in the smaller cities, that many 
of the people do a considerable part 
of their buying from mail order houses 
or other out of town concerns. Nor 
are these complaints without a material 
foundation for it must be admitted that 
the catalogue houses and the depart- 
ment stores of the larger cities are en- 
croaching upon the business of the local 
merchant. Merchants everywhere are 
striving to foster the trade-at-home 
idea. 

Experience has shown that to abuse 
the mail order houses through local 
papers or otherwise only serves to ad- 
vertise them, and the only practical 
way to keep trade at home is to stir 
up interest in the home town. It is 
only natural that people should lose in- 
terest in a town where the monotony of 
commonplace events is never broken — 
where day after day and month after 
month there is nothing to interest or 
entertain. In a "live town" business 
is always good, but in a dead one trade 
languishes naturally. If merchants ex- 
pect people to trade at home, they must 
provide means of keeping alive the 
interest in the home town. 

Keeping the Home Town Alive 

Merchants are beginning to realize, 
in fact many of them have realized for 
years, that public entertainment of one 
sort or another must be provided for 
the people of any city. People must 
be kept interested in local events or 

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SCHACK ARTIFICIAL FLOWER CO. 



their interest will stray to other cities. 
In other words, any town or city that 
prospers must have a certain amount 
of advertising. Hence, the carnivals, 
street fairs, home comings and many 
other local celebrations, that are now 
being held annually in so many cities. 
These celebrations pay. They not only 
keep trade at home but also bring in 
new trade. 

Experience has shown however that 
unless the carnival, home coming or 
other celebration is conducted carefully 
it will defeat its own purpose — in other 
words, it will take more money from 
the town than it brings in. For in- 
stance the main attractions for the old 
time street fair or carnival consisted of 
the cheap shows and petty gambling 
games conducted by traveling fakers. 
Usually these celebrations were at- 
tended by a following of pickpockets 
and petty grafters with whom the local 
police were powerless to cope success- 
fully. As a result the public generally 
became disgusted with street fairs and 
carnivals that depended upon out of 
town fakers to supply the amusements. 
The big traveling circus was likewise 
found undesirable for the same reason. 

The town celebration of today, 
whether it be a carnival or home com- 
ing, is conducted in a very different 
manner from those of the early days, 
and it accomplishes its purpose far 
more satisfactorily. It stirs up local 
patriotism that keeps trade at home; 



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1739-41 MILWAUKEE AVE., CHICAGO 

it brings in new trade from outlying 
localities; it means extra business for 
the merchant, more money for the 
decorator and a fine entertainment that 
is a permanent advertisement for the 
town. 

Home Coming Week 

The form of celebration that has 
proved most satisfactory for the aver- 
age city is "Home Coming Week." 
This is an event that appeals to every- 
one for it is in reality a big combination 
of family reunions that will bring to- 
gether sons, daughters, brothers, sisters 
and many other relatives and friends 
from distant points all over the country. 
No matter how distant one may be, the 
home coming brings back thoughts of 
the old home and of the white haired 
mother or grandmother sitting in the 
rocker dreaming of the children who 
have gone far away to fight the battles 
of the big world. The spirit of the 
homecoming appeals to the sentiment 
of everyone and for that reason the 
Home Coming Week is always a big 
success. 

Naturally for Home Coming Week 
there must be a program that will serve 
to attract not only the residents and 
ex-residents of the city, but which will 
appeal to the entire population of the 
entire surrounding territory. Such a 
program is not difficult to arrange pro- 
viding a little good judgment is used 
in selecting events that will prove pop- 

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SCHACK ARTIFICIAL FLOWER CO. 

ular and excluding others that may pos- 
sibly leave a bad taste. For it must be 
understood that the Home Coming 
Week is not to be looked upon as a 
celebration for one year only — on the 
contrary it must be conducted in such 
a way that it will be regarded as an 
annual event, recurring at about the 
same time each year. 

In the first place there should be 
practical inducements to encourage as 
large an attendance as possible. This 
may be done in many ways but a spirit 
of friendly rivalry should be invoked 
through contests of various kinds. The 
spirit of the occasion should be con- 
sidered carefully and prizes offered in 
keeping with the idea that dominates 
Home Coming Week. As an example 
of how prizes have been arranged for 
this event in various cities, the following 
will serve to illustrate this point. 

A prize is given for the former in- 
habitant of the town who travels the 
longest distance to attend the home 
coming. 

A prize is given to the oldest former 
inhabitant who returns to attend the 
meeting — another is given to the young- 
est descendant of a former inhabitant, 
who is brought to the home coming. 
Another prize is given to the family 
that brings from out of town the largest 
representation to the meeting. 

Of course various committees must 
be appointed before much can be done 
toward working out the details. One 

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1739-41 MILWAUKEE AVE., CHICAGO 

of the first things to do is to prepare 
a program which will provide a variety 
of entertainment throughout the week. 
It would be impossible in a little book 
of this size to go into all the details of 
a program covering a week, so we will 
confine ourselves to some of the main 
features. 

While there will naturally be many 
events of minor importance, there 
should be one that will stand out as the 
one great attraction of the entire meet- 
ing and which can be advertised far 
and wide. For this purpose there is 
nothing that will serve its purpose so 
well and attract such big crowds as 
the Flower Parade. 

The Home Coming Flower Parade 

A big Flower Parade for Home 
Coming Week will appeal to everyone 
because it is an event that, in one way 
or another, can be taken part in by 
nearly everyone in town. Vehicles of 
all kinds can be decked out to take 
part in the parade — practically every- 
thing on wheels from the biggest auto- 
mobile truck to the smallest pony cart 
is eligible. In the awarding of prizes, 
however, it will be neecssary to classify 
the different kinds of vehicles. Sug- 
gestions for such classification are given 
further along in this booklet. 

As was stated before it would be 
impossible for us to give a complete 
week's program for a Home Coming, 
not only on account of its length and 

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SCHACK ARTIFICIAL FLOWER CO. 

detail, but because the various features 
would depend largely upon the location 
and history of the town. In any case 
however, the Flower Parade should be 
made the big event of the week. 

Invitations to the Home Coming 

When the program has been com- 
pleted it should be printed in all of the 
newspapers and should also be gotten 
out in the form of a folder. The next 
thing to do is to send out one of these 
programs and a formal invitation to 
everyone who is likely to be interested 
in the Home Coming. This is handled 
by the Invitation Committee in the fol- 
lowing manner: Notices of a prominent 
character are printed in all of the news- 
papers requesting everyone who reads 
them to send in the names of friends or 
relatives who may possibly attend the 
celebration. The following is a sample 
of these notices: 

To Every Resident of Hometown: 
At the big Home Coming that is 
to be celebrated in this city during 
the week of August 24-29 we are 
counting upon the return for a 
few happy days, of thousands of 
our sons, daughters, friends and 
relatives who are now scattered 
throughout the world. 

This is to be a reunion that will 
enable us to renew family ties and 
to reestablish friendships that have 
been all but obliterated by time 
and distance. 

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1739-41 MILWAUKEE AVE., CHICAGO 



Undoubtedly you have some 
dear friend or relative who would 
be glad to be with us — someone 
whom ycu may not have seen for 
years, and who possibly has many 
friends in Hometown. If you will 
send us the name and address of 
any friend or relative who might 
wish to be with us during Home 
Coming Week we will be glad to 
send him or her an invitation and 
a copy of our program. 

Send in as many names as you 
like and we will be only too glad 
to send invitations to all. It is 
the duty of every loyal resident of 
Hometown to assist in making this 
an event that will be remembered 
by all of us. 

The foregoing notices are signed by 
the secretary. When the names are re- 
ceived, they are assorted and duplicates 
are thrown out. All of the people on 
the list receive invitations and pro- 
grams. In some cases it has been 
thought advisable to send to each name 
a copy of one of the home papers con- 
taining the prospectus of the Home 
Coming. The newspapers are glad to 
do this without cost as all of the names 
on the list are good prospects for sub- 
scribers. 

But several booklets of the size of 
this one might be written on the subject 
of Home Comings alone and they con- 
stitute but a small part of what we have 
to say, so we will take up some of the 

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SCHACK ARTIFICIAL FLOWER CO. 

other occasions when Floral Parades 
can be used to good advantage. 

Fourth of July Parades 

Only a few years ago the celebration 
of Fourth of July each year was fol- 
lowed by a shocking list of accidents 
and fires — thousands of people have 
been maimed or killed and millions of 
dollars have gone up in snioke as a 
direct result of the old fashioned way 
of celebrating our Independence with 
gunpowder. 

At the present time, the Floral 
Parade is the most commonly accepted 
way of celebrating the Fourth of July. 
Hundreds of cities in all parts of the 
country held Floral Parades on our last 
National Birthday and this number will 
be greatly increased each year. No 
matter in what city people live, they 
must have some form of entertainment 
on the Fourth of July — that is one of 
our national traditions. And if they 
are not entertained at home, there are 
plently of automobiles, trolleys and 
steam roads to take them to nearby 
cities that are more enterprising. A 
Floral Parade on the Fourth will keep 
home people in town and will bring in 
many out of town people and it will 
furnish agreeable entertainment for all. 
Furthermore, it will cost but little. 

Floral Parades for County Fairs 

The county fair is one of the oldest 
and best known of all the many forms 
of community celebration. Fairs have 

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1739-41 MILWAUKEE AVE., CHICAGO 

been conducted from time out of mind 
and have always been a successful 
means of drawing crowds. Some years 
ago, however, it became apparent to 
promoters of county fairs that the in- 
terest in them was not as great as it 
had been. There was too much same- 
ness to the fairs, to please this advanced 
age. Balloon ascensions were intro- 
duced and later flying machines were 
introduced but these innovations ap- 
peared to have only a passing interest 
for the public. Then the Flower 
Parade was introduced as a side at- 
traction for the county fair, and the 
results proved most gratifying. 

There are many county fairs today 
where the Flower Parade is one of the 
most popular features. It is a source 
of never-ending interest not only to the 
many who take part, but also to the 
throngs who view the pageant. Further- 
more the flower parade has the merit 
of being comparatively inexpensive. 

It would be impossible to enumerate 
all of the many occasions for the Flower 
Parade. Indeed, the parade in itself 
is a sufficient excuse for a local celebra- 
tion and at any time one is arranged 
it will meet with the hearty support of 
automobile owners generally. 

The time to hold a parade is any time 
when the weather is sufficiently settled 
to depend upon a fine day for the desig- 
nated date. In the United States 
Flower Parades are held at any time 
from January to November, but in the 

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SCHACK ARTIFICIAL FLOWER CO. 



Northern states the most popular 
months are from June to October. 
More Flower Parades in all parts of 
the country are held on the Fourth of 
July than on any other single date. 

The Business Side of the Flower Parade 

While an ordinary Flower Parade is 
a simple affair that requires little ex- 
perience in the handling, like everything 
else it will be a far greater success if it 
is handled with judgment and a careful 
attention to details. The writer has had 
long experience with parades of all 
kinds and has found those parades that 
have proved the most successful have 
been handled, in a careful and business- 
like manner from start to finish. Every 
detail has been looked to in advance 
and nothing has been left to chance. In 
the following pages appear the boiled 
down result of a wide and varied ex- 
perience in organizing parades. The 
information that is given is not theoreti- 
cal but is based on years of practical 
work in this line. For this reason the 
reader may feel safe in following any 
of the suggestions to be found herein. 

If there is a Retail Merchants' As- 
sociation in the city, matters are sim- 
plified as the parade will probably be 
held under the auspices of this associa- 
tion and it is easy to get the members 
together to consider the proposition and 
arrange the details. If there is no well 
organized association of merchants, the 
best way is for those who are promoting 

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1739-41 MILWAUKEE AVE., CHICAGO 

the parade to arrange a rough outline 
of the plans for the parade and then 
call a meeting of merchants and other 
business men where the plans may be 
submitted in a general way. 

In calling such a meeting it is essen- 
tial that "no one should be left out." 
A public notice should be printed in 
the newspapers and written or printed 
notices should be sent out to all of the 
business men of the city. In addition, 
enough personal calls should be made 
to insure a representative attendance. 
At this preliminary meeting the propo- 
sition to hold a Floral Parade should 
be presented by someone who under- 
stands the subject well enough to ex- 
plain the details and answer any ques- 
tions or objections that may be raised. 

Appointment of Committees 

When it has been decided to hold 
the parade a number of committees 
should be appointed to look after the 
various details connected with arrang- 
ing for the parade and everything con- 
nected with it. If the city is one of 
considerable size, the following com- 
mittees are suggested: 

Finance Committee — to collect and 
disburse whatever funds may be re- 
quired to make the parade a success. 
In most cases the funds are raised by 
subscription. 

Publicity Committee — to arrange for 
the advertising of the celebration. 
Newspaper men or other advertising 

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SCHACK ARTIFICIAL FLOWER CO. 

men are generally chosen for this com- 
mittee, and it will be found that local 
newspapers will be glad to give much 
free publicity to the enterprise. 

Prize Committee — to attend to the 
selection of prizes and the rules govern- 
ing their award. This committee will 
in most cases also attend to the selec- 
tion of the judges, and will specify as 
to the various classes under which 
vehicles may be entered. 

Committee on Entries — to secure 
entrants ot the parade. This is one of 
the most important committees as upon 
its work will depend to a large extent 
the size and character of the parade. 

Committee on Decorations — The 
duties of this committee include estab- 
lishing a standard of decoration, that 
must be followed to insure the success 
of the parade. 

The various committees having been 
appointed, we will now proceed with 
some of the details connected with 
their work. The work of the Press and 
Finance Committees needs no explana- 
tion but it may be well to make a few 
suggestions as to the prizes. 

Prizes 

Naturally, the number and value of 
the prizes will depend to a great extent 
upon the size of the city in which the 
parade is to be held and the amount of 
money at the disposal of the commit- 
tee. In a small city, two or three prizes 
wil be sufficient. These may consist of 

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1739-41 MILWAUKEE AVE., CHICAGO 

loving cups, merchandise or currency. 
Quite a presentable loving cup may be 
purchased for a reasonable amount and 
experience has shown that most con- 
testants will work much harder for a 
trohpy of this sort than they would for 
a far larger amount of money than the 
cup represents. 

If the city is a large one there will 
have to be more prizes as the entries 
will have to be divided into various 
classes. The prizes will also have to be 
of greater value in order to get entrants 
to do their best. For instance, in one 
city a year or so ago, the capital prize 
was $500.00 and a silver loving cup. 
Naturally such a valuable prize made 
the competition very strong and re- 
sulted in many more contestants than 
there would have been had the prize 
been a small one. But the value of 
prizes to be awarded is one that must 
be determined by circumstances. It 
may be said however, that the better 
the prizes, the better the parade. 

Classes of Entries 

The classification of entries for the 
parade must also depend largely upon 
local conditions and the character of 
the parade. And since local conditions 
must govern in such cases, the writer 
will deal with the several classifications 
that have been made in parades in 
some of the larger cities. From these 
any Committee on Prizes may select 
those classes that are likely to have 
enough local representatives to make 

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SCHACK ARTIFICIAL FLOWER CO. 

things interesting and to justify the 
giving of one or more prizes. For 
convenience a letter will be given to 
each class. 

Class A: Automobiles, pleasure cars, 
four passengers or larger. 

Class B : Automobiles, pleasure cars, 
runabouts. 

Class C: Automobile trucks, includ- 
ing all kinds of commercial cars, horse 
drawn advertising floats, decorated 
delivery wagons, etc., are generally 
included in this class. 

Class D : Automobiles, electric. This 
includes all kinds of electric pleasure 
cars. This class will not be necessary 
except in the larger cities. It is only 
mentioned to make the list complete. 

Class E: Special Floats for Lodges, 
Fraternal Organizations, Church So- 
cieties, Etc. This class takes in floats 
representing societies of all sorts includ- 
ing schools. In a large city this di- 
vision of the parade is one of the most 
popular with many people, as the 
friendly rivalry between the various 
societies sometimes runs high. 

Class F: Horse drawn vehicles, 
double rig, carriage or buggy. 

Class G: Horse drown vehicles, 
single rig. 

Class H: Pony cart. 

No attempt has been made to ar- 
range the foregoing in any regular or- 
der, but the classes named will be 
found to cover all that will be necessary 

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1739-41 MILWAUKEE AVE., CHICAGO 

in the largest parade. In a smaller 
parade a number of them may be elimi- 
nated or combined with other classes. 
In many of the smaller parades the 
entries are divided into only two 
classes, namely — pleasure vehicles and 
commercial vehicles. 

Comic Floats 

In the foregoing, nothing has been 
said as to comic floats, yet these have 
played tn important part in the success 
of many parades. Of course most of 
the cars and floats will receive the 
serious attention of the decorators, but 
a little fun introduced into the parade 
will have the same effect that he 
clown's chariot alv/ays has in the circus 
parade. For this reason it is a good 
plan to offer a special prize for the best 
comic entry, without stipulation as to 
the character of the vehicle. Invite the 
entrants in this class to join the parade 
with any means of wheeled transporta- 
tion they may care to use — anything 
from an automobile to a bicycle or 
wheel barrow. The comics should be 
distributed through the whole parade 
at intervals rather than bunched to- 
gether. The award for the best "comic" 
should be made on the whole outfit 
including the costume of the entrant, 
rather than upon the decorations of the 
vehicle. The prize offered in this class 
need not be of great importance as in 
every locality will be found a number 
of amateur comedians who will be glad 
to perform upon slight encouragement. 

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SCHACK ARTIFICIAL FLOWER CO. 

Securing Entries to the Parade 

Having determined upon the classi- 
fication of entries, the prizes and other 
details, the next thing to do is to secure 
entries for the parade. This is the most 
important work of all and the commit- 
tee having it in charge should be se- 
lected with the greatest care. Those 
acting should be of influence and energy 
and the committee should be sufficient- 
ly large to cover the field in the fullest 
manner. It is essential that there 
should be a number of ladies on this 
committee as in many cases they can 
do more effective work than men in 
persuading people to enter their cars 
in the parade. 

One of the first things to do is to 
secure the endorsement and co-opera- 
tion of the various women's organiza- 
tions of the city. The ladies connected 
with these societies are generally among 
the most influential in the city and their 
help will go far toward making the 
parade a success. 

All secret societies and fraternal or- 
ganizations should also be called upon 
systematically. It will be found that 
practically all of these bodies will be 
glad to participate. 

In going after the general public, the 
whole field should be covered as fully 
as possible. This applies not only to 
people living within the city, but own- 
ers of cars living in the country should 
be solicited as well. A complete list of 
all possible entrants should be compiled 

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1739-41 MILWAUKEE AVE., CHICAGO 



and each person on the list should 
receive a notice or a personal call. 

There probably will be but little 
trouble in securing entries in the com- 
mercial or advertising class as all of 
the businessmen of the city will see the 
advantage in boosting for the success 
of the parade. 

Work of Decoration Committee 

The Committee on Decorations 
should be made up on a number of 
the leading window dressers of the city. 
It will depend largely upon the efforts 
of this committee whether the decor- 
ated cars present a uniformly handsome 
and striking appearance or are com- 
monplace. 

It is altogether necessary that a cer- 
tain standard of decoration should be 
established and adhered to. For ex- 
ample there are many people who have 
no idea as to decorating a car or float. 
These people are likely to trim their 
cars with a few flags and a little bunt- 
ing, and enter the parade with the idea 
that they have a chance to win a prize. 
This is not because they don't want to 
spend the money, but because they do 
not know any better. When given an 
idea as to what decorating really is, 
they will be glad to enter the parade 
in the right spirit and spend a reason- 
able amount to do the thing right. 

One of the duties of the Committee 
on Decorations shuld be to secure ac- 
curate information regarding designs 

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SCHACK ARTIFICIAL FLOWER CO. 



for cars and floats, and facts and figures 
as to the best materials to ues. All of 
this information is contained in Schack's 
Floral Parade Book, which contains 
about four hundred fine illustrations 
of decorated floats, automobiles, car- 
riages, etc. It is the best book that 
has ever been issued on the subject of 
Floral Parades and contains suggestions 
and information that is indispensable 
to the Floral Parade promoter or dec- 
orator. This valuable publication will 
be sent without cost to any one who 
addresses a request to the Schack Arti- 
ficial Flower Co., 1739-41 Milwaukee 
Ave., Chicago. This company also 
issues Hints to Decorators which gives 
accurate information concerning parade 
decorations and their cost. 

It is suggested that, as soon as a 
parade is decided upon in any city, the 
secretary or Committee on Decorations 
write to the Schack Artificial Flower 
Co., who will be glad to co-operate and 
furnish all information that may be re- 
quired. Expert parade decorators will 
be pleased, without charge, to supply 
estimates and suggestions for any spec- 
ial work that is to be done in the matter 
of decorating any vehicle from the 
largest motor truck to the smallest 
pony cart — they will explain just what 
materials to use and how to use them. 

Selecting the Judges 

The selection of the judges who are 
to award the prizes in the floral parade 

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1739-41 MILWAUKEE AVE., CHICAGO 



should be made carefully. Their awards 
must prove satisfactory not only to the 
contestants but to the general public 
and any suggestion of favoritism is like- 
ly to bring about unpleasant results. 
For this reason the judges should be 
from out of the city. They should also 
be persons who are qualified for the 
position. In every parade there are 
several entries of almost equal merit, 
and to make a just difficult matter. 

One important way in which the 
difficult work of the judges can be as- 
sisted materially is by having the par- 
ade pass the reviewing stand twice 
instead of once as is generally the case. 
To accomplish this, the judges stand 
should be located on a wide street. 
When the parade first passes the stand, 
the judges make notes as to the rela- 
tive merits of the various cars; the 
numbers are taken and a memoran- 
dum is made independently by each of 
the three judges. In the meantime the 
procession passes on through the lead- 
ing streets over the route that has been 
laid out. Making a circuit, the parade 
turns back and again enters the street 
upon which the judges' stand is situ- 
ated, generally a block or two from the 
stand which is passed for the second 
time. This enables the judges to again 
examine the different cars and revise 
their decisions if that seems advisable. 

After the cars have all passed for 
the second time, the judges get to- 
gether privately and compare notes. 

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SCHACK ARTIFICIAL FLOWER CO. 



As a general rule but little time is re- 
quired in reaching an agreement as to 
the prize winners. 

Here is a suggestion to judges that 
may help. When there are several cars 
of almost the same merit, award the 
prizes to those that seem to be the best, 
and to the others give "Honorable 
Mention." This will go a long way 
toward satisfying the non-prize win- 
ners. 

When to Hold the Parade 

When a parade is promoted by the 
merchants of a city, it is done to a cer- 
tain extent for the purpose of attract- 
ing out-of-town trade, therefore, the 
visitors should be given time to visit 
the stores. This is best accomplished 
by holding the parade at 1 1 :00 o'clock 
in the morning, or at least, not later 
than noon. This allows plenty of time 
for shopping after the celebration is 
over. 

Sometimes night parades are held in 
order to keep the crowds of visitors in 
the city until the stores close. In night 
parades, the floats are illuminated by 
electricity so far as that is practicable. 
In a number of cities, the principal 
business street has been especially il- 
luminated by arches of electric lights 
suspended overhead. 

Old Home Week Parades 

As Home Comings usually last a 
week, the Flower Parade feature is 
sometimes made to cover two days. 

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1739-41 MILWAUKEE AVE., CHICAGO 

The pleasure cars hold a parade the 
first day and no commercial or adver- 
tising cars are allowed in this proces- 
sion. On the second day is held the 
parade of commercial floats and cars, 
and any of the pleasure cars that have 
been in the parade on the previous day 
are privileged to add advertising fea- 
tures to their decorations. This plan 
has been followed successfully in a 
number of cities. 

Route of Parade 

The Floral Parade should start from 
a point a considerable distance from 
the central part of the city where the 
largest crowds will naturally gather. If 
possible the cars and floats should as- 
semble in a park or other large open 
space. They should be grouped in 
their proper classes by the Marshal and 
his assistants, and when the time for 
starting arrives should be sent off one 
at a time under the direction of the 
Marshal. After the first car has started 
a sufficient interval should be allowed 
so the cars will not be crowded. 
Through the crowded sections of the 
route the interval between cars should 
never be less than fifty feet. Marshals 
on motorcycles will help to preserve 
the proper distance between cars. 

In order that those participating in 
the parade may have an opportunity 
of seeing all the cars, it is a good plan 
to have the parade double back on the 
same street for a block or so at some 
favorable point. 

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SCHACK ARTIFICIAL FLOWER CO. 



Numbers for Cars 

Every car that is entered in the 
parade should have a number con- 
spicuously placed on each side. This 
is for the information of the judges. 
These numbers can be printed on card- 
board with bold figures not less than 
six inches high. The numbers should 
all be uniform and the Prize Commit- 
tee should furnish them. 

The Houston Idea 

The foregoing instruction apply to 
parades in which the expense of deco- 
rating the cars is borne by their in- 
dividual owners. Here is an entirely 
different plan that is commended to 
merchants' associations as simple and 
uniformly successful. 

For the several years the city of Hou- 
ston, Texas, has conducted an annual 
Floral Parade that has been remark- 
ably successful. Their plan is alto- 
gether simple and could easily be fol- 
lowed in any enterprising city. In- 
stead of everyone decorating his own 
car, the merchants of Houston supply 
all of the decorative materials and do 
the decorating. All the individual has 
to do is to supply the vehicle. 

Each fall for a number of years past, 
the business men of Houston have pur- 
chased from the Schack Artificial 
Flower Co. of Chicago, a carload or 
more of paper flowers and other deco- 
rative materials. Committees of the 
leading business men assisted by the 

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1739-41 MILWAUKEE AVE., CHICAGO 

ladies then arrange for the vehicles 
and all of the other details of the 
parade. 

There is an official decorator with 
a corps of assistants who handle all of 
the decorating. All decorations are 
furnished by the association and no 
entry is allowed in the parade unless 
decorated under the supervision of the 
chief decorator. This insures that 
every entry in the parade will be up to 
a high standard of artistic excellence. 

The money to meet all expenses of 
the Houston parade is raised among 
the business men of Houston by sub- 
scription and, considering the results 
obtained, the cost is very little pro 
rata. The careful and systematic hand 
ling of all the details reduces the cost 
materially. Everyone who has the 
opportunity is glad to co-operate in 
making these celebrated parades suc- 
cessful and they are proving an added 
attraction each successive year. 

To the Window Trimmer 

No one in the community can be 
more interested in the Floral Parade 
than the window trimmer. He is the 
logical decorator of the cars, as this 
class of work comes directly within 
his province. Naturally the parade 
brings to the trimmer an opportunity 
for a considerable amount of extra 
money easily and profiatbly earned. It 
also gives him an opportunity to show 
to his employer and the people of his 

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SCHACK ARTIFICIAL FLOWER CO. 

city a different class of work from that 
which they are used to seeing in the 
show window. But it is unnecessary 
for the writer to point out to the win- 
dow dressers all that is to be gained 
through holding a Floral Parade in his 
city — the benefits are self-evident. 
Therefore it is suggested that every 
trimmer use his influence to promote 
a Flower Parade in his city. 

Trimmers Should Get Together 

While it might be difficult for a 
single trimmer to organize a parade, it 
would be a very easy thing to ac- 
complish through the united efforts of 
all the trimmers. It is simply a matter 
of getting together. This is a day of 
co-operation and team work for the 
window trimmer. Local associations 
of trimmers have been formed in 
dozens of cities all over the country, 
and the number of these local associa- 
tions is growing every month. Some 
of these associations have accom- 
plished wonders by team work in the 
matter of promoting "Fashion Week" 
and other similar events. It has been 
found that by pulling together many 
things can easily be accomplished that 
would be altogether impossible 
through individual effort. 

In any city where there is a local 
window trimmers' association it would 
be the easiest thing in the world to 
promote a successful Flower Parade 
that would mean extra money for the 

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1739-41 MILWAUKEE AVE., CHICAGO 

trimmers and more business for their 
employers. All that would be neces- 
sary would be to follow the simple 
suggestions that have been set forth in 
this little book. The Houston, Texas, 
idea is recommended as being simple 
and sure of success. It should be an 
easy matter to raise $1,000.00, more 
or less as the occasion might require. 
The sum suggested would cover the 
expenses of a very good parade and 
more could easily be raised if neces- 
sary. 

Do not try to start the first year's 
parade in too large a way. If the idea 
is a new one to the merchants they will 
possibly hesitate to spend a large 
amount on what they may consider an 
experiment. It may be assumed with 
safety, however, that if $1,000.00 is 
subscribed the first year, double that 
amount will be forthcoming the fol- 
lowing year. The advantage of the 
Houston idea is that there can be no 
jealousy nor undue rivalry, and every- 
one concerned is sure to be satisfied, 
as all are working for the good of the 
city rather than for their own in- 
terests. The bills are paid by the busi- 
ness men interested in the progress of 
the city and the parade may be gotten 
up with as much liberality as the oc- 
casion seems to justify. 

In arranging for a parade based on 
the Houston idea, it should be remem- 
bered that not only the retail mer- 
chants will contribute, but the banks, 

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SCHACK ARTIFICIAL FLOWER CO. 

real estate men, lawyers, and in fact 
every public spirited man of business 
in the community. 

If for one reason or another it is not 
thought advisable to adopt the Hou- 
ston idea, the ordinary procedure can 
be followed and each of the entrants 
pay for the decoration of his individual 
car or float. Whichever way the mat- 
ter is gone about, success is sure to fol- 
low if the trimmers are organized and 
working together. 

Form a Trimmers' Association 

If the trimmers have no local or- 
ganization, a Floral Parade will afford 
them an excellent opportunity to get 
together and form one. They can hold 
a meeting and form a temporary or- 
ganization with the purpose of pro- 
moting a parade. The success of the 
parade will demonstrate so fully the 
benefits of team work that it is a sure 
thing that a permanent association will 
be formed. This is a plan that cer- 
tainly is worth trying and the Schack 
Artificial Flower Co. will be only too 
glad to assist in every way possible. 
Any window trimmer in any city 
where there is no local association, can 
obtain full information as to how one 
may be formed, by addressing the 
Schack Artificial Flower Co., 1739-41 
Milwaukee Ave., Chicago. 

Enthusiasm is one of the chief re- 
quisites to the success of any venture, 
and this is especially true of the Floral 

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1739-41 MILWAUKEE AVE., CHICAGO 

Parade. The average window trim- 
mer is full of enthusiasm so it is only 
necessary for him to get his fellow 
trimmers to join him and then all jump 
in to arrange for a big Floral Parade. 
Don't be timid or afraid of a failure, 
for failure is impossible if you will pull 
together for the good of all. All that 
is required is intelligent team work and 
a little hustling. You will find that 
after all, the Floral Parade is a very 
simple undertaking. 

Schack's Floral Parade Book 

Attention is again called to Schack's 
Floral Parade Book. This is the most 
complete book ever issued on this sub- 
ject. The photographs and engravings 
alone cost thousands of dollars, and 
the pictures show examples of deco- 
rated floats and automobiles of almost 
endless variety. No matter how criti- 
cal he may be, the decorator will find 
in this Book a design that is exactly 
suited to his requirements. Further- 
more the pictures are so clear that the 
designs may easily be reproduced by a 
decorator of ordinary ability. 

Have you the book? If not send for 
it at once. 

Schack's Famous Flowers 

This book also contains illustrations 
of the most popular line of artificial 
flowers and decorative materials that 
have ever been produced for parade 
decorating. More prizes have been 

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SCHACK ARTIFICIAL FLOWER CO. 

won with Schack Flowers and Excello 
than with all others combined. 

This booklet is intended in no sense 
as an advertisement, but as a means of 
answering thousands of letters we have 
received asking for information as to 
how a Floral Parade can be organized. 
If there are any points that have not 
been covered with sufficient clearness, 
the writer will be glad to make plain 
anything that may not have been fully 
explained. 

In conclusion it may be said that 
anyone who starts out in the right way 
to organize a Floral Parade, and who 
secures the co-operation of the busi- 
ness men and the ladies of his city,, 
may be altogether certain that success 
will crown his efforts. 

INDEX 

The Purpose of the Floral Parade 4 

Keeping the Home Town Alive 5 

Home Coming Week 7 

Home Coming Flower Parade 9 

Invitations to the Home Coming 10 

Fourth of July Parades 12 

Floral Parades for Country Fairs 12 

The Business Side of the Floral Parade 14 

Appointment of Committee 15 

Prizes 16 

Classes of Entries 17 

Comic Floats 19 

Securing Entries for the Parade 20 

Work of Decoration Committee 21 

Selecting the Judges 22 

When to Hold the Parade 24 

Old Home Week Parades , 24 

Route of Parade 25 

Numbers for Cars 26 

The Houston Idea 26 

To the Window Trimmer 27 

Trimmers Should Get Together 28 

Window Trimmers' Association 30 

Schack's Floral Parade Book 31 

Schack's Famous Flowers. ,,,,.,.,,,.,,.,,. , 31 

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